Description:
Reporting to the Director, Digital Marketing, and joining a team of digital experts managing our web, email, and paid channels, we are looking for a results-driven, email marketer to lead our nurture and database marketing initiatives. The ideal candidate has a very strong mix of email execution and email automation (MAP) skills as well as a polished understanding of lifecycle marketing principles that drive lead generation for our global enterprise SaaS solutions and services.
As a Senior Email Marketing Manager, you are responsible for the development, execution, and optimization of our global email marketing programs across various personas, topics, and industries. You will own the end to end strategy of email drip/nurture campaigns and segment marketing to provide existing and prospective customers with relevant and industry-leading content across the buyer’s journey, both in the long term and short term. You will also oversee our contact database health with audience expansion, re-engagement and landscaping initiatives.
As part of our wider Demand group, this position will drive strategic direction for this channel, drive results and closely partner with Marketing Operations, Integrated Marketing, Product Marketing, Content, Sales & Business Development and Revenue Operations on broader strategy planning.
- Oversee email channel execution for strategic campaigns including events and webinar promotions.
- Plan, write and orchestrate engaging and targeted email deployments, triggered-emails, autoresponders, always-on drip programs, lead nurture campaigns and newsletters.
- Develop detailed marketing automation workflows based on engagement, lead scoring, inactive contacts, recycled leads and win/loss activity to establish a lifecycle marketing framework.
- Partner with Marketing Operations to continuously grow, engage and segment our contact database across customers and accounts, industries, personas and verticals.
- Analyze, continuously test, and create new key audience segments, identifying opportunities for increased engagement throughout the conversion funnel.
- Establish governance and management of our email marketing channel including templates, calendars, deployment cadence, branding and best-practices in copy/subject-lines.
- Provide direct and indirect leadership and guidance to fellow teammates supporting Email Marketing as well as the wider Digital Marketing team
- Collaborate with the Marketing Operations team to oversee email automation and email asset categorization across our email channel as well as overseeing privacy/anti-spam laws.
- Collaborate with the Creative/Brand and Content Marketing teams to enable the growth of our Blogs and Newsletters.
- Work with CRM/MAP architecture and collaborate with MarOps on how to define segments and accurately capture all required data at key points in the customer lifecycle.
- Use of A/B split testing, segmentation, classification, and behavioral targeting to maximize engagement and nurture leads.
- Maintain a deep understanding of email technologies and trends to react to new insights and behavior shifts.
- Compile regular reports and full-funnel performance analytics for email campaigns (Leads, MQLs, Opps, Closed-Won) both direct and influenced.